Landing Pages

Optimized Landing Pages are essential for successful online campaigns. They are the first impression of many website visitors and must convince visitors that the website is worth their while. In order to improve landing pages it is important to use techniques such as Split Testing, Targeting and usability.

In this post I go over the new Google Analytics Content Experiments, a tool that can be used to create A/B tests from inside Google Analytics. This tool has several advantages over the old Google Website Optimizer, especially if you are just starting the website testing journey. Content Experiments provide a quick way to test your main pages (landing pages, homepages, category pages) and it requires very few code implementations.

Dan Siroker of Optimizely talks about how to beat the back button and optimize for engagement. He imparts the following 5 lessons: Define Success, Reduce Choices, Focus on Your Call to Action, Fail Fast, and Start Today.

Who are your landing page visitors, and what do you know about them? The answer to this question is the foundation for a successful landing page strategy. It will help you answer all of the questions about what should or shouldn't be on your page.

Website Testing is one of the most important conversion optimization techniques. However, it should be used taking into consideration the wider context of online marketing. In this post I will show a case study on how to account for SEO when using AB testing in websites. I will first discuss how A/B test can hurt SEO and then provide a way to solve the issues that might be caused by A/B tests.

You only have one chance to create your first impression. Learn more about selecting the main message for the homepage of a website with two very unique target audiences can be very complicated. By segmenting and targeting your traffic you will be sure to provide the best experience for each individual segment.

Your online traffic is like a mixed fruit basket, similar in many ways, but also very different. ￼Marketing to a mixed basket is difficult - how can you possibly know the right image, message, tone and offer that will appeal to anyone & everyone? Landing pages are the perfect place to try out segmentation...

We should not treat the serving of landing pages any different from the serving of ad banners. I would argue that we need to use superior methods and devote larger parts of our budget to the optimization of the serving of landing pages and its content; the landing page is the place where the user makes an actual commitment as opposed to just clicking a banner.

This book is a strategic and practical guide to building usable and converting websites. It goes over the importance of web design from a financial point of view and provides important insights to succeed on it. The authors are data-driven and show ways to measure web design success while explaining the usability reasons for such.

This book covers techniques needed in order to extract the most value out of testing. It provides examples and how and where to get started rich examples that demonstrate the power of testing when it comes to improving conversions and revenue.